Case Studies/Yunyu

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Adoption date unspecified
JJJ Unearthed, music, business model


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Yunyu is a successful unsigned singer/songwriter in Sydney, Australia, who uses Creative Commons licences for promotional purposes.

The ease with which I have allowed podcasters, bloggers and the like to use my music could only have helped me make my living as a musician. — Yunyu


Yunyu is an understated, self-proclaimed member of the emerging (and in many cases emerged) generation of bedroom-based artists who may not, without the Internet, have ever seen the cold light of day. She is a classically-trained musician, though she admits to having been bored by the restrictions of that genre. Yunyu first saw success before ever having played a live gig, via the Triple J Radio 'Unearthed' competition (a new talent competition hosted by Australian national broadcaster, JJJ). Following her being 'unearthed,' Yunyu received radio airplay all over the globe, including some chart domination on Canadian college radio.

Yunyu uses the services of several online businesses to sell and share her music. For both physical and digital distribution, Yunyu's business model utilises a number of different music platforms. She has CDs and mp3s available for purchase from US independent distributor, CD Baby. CDs are also available from the Australian independent store Earshot Music, while paid digital downloads are available from iTunes. Yunyu also offers fans the option of buying CDs directly from her.

As with a number of independent bands, Yunyu uses the services of a company called Usync. The service provides a 'backstage pass' to paying fans, who can then get access to exclusive content in the 'backstage' area of the Usync website. The service essentially brings ticket sales, music sales, news announcements and other components of a music business model into the one location or interface.

Popular online radio station 'Lastfm' also assists in the proliferation of Yunyu's music, together with social networking platforms like MySpace and Facebook.

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